Branding Nature: A Critical Examination of the Commodification of the Environment in Green Marketing Narratives

Dr. A. Anandalakshmy, Soumya Poulose

Abstract: Green marketing in recent years has emerged as a prominant tool in which companies may give themselves an identiy to be associated with the increasing interest in environmental responsibility. The present paper critically questions how nature is commodified in green marketing scripts, unveiling the ideology structure underpinning the (re)conversion of environmental matters into branding assets. Utilizing theories of commodification, eco-capitalism, and discourse analysis, the author explores how corporate environmental discourse remakes ecological values into tradeable signifiers, frequently disguising unsustainable business practices behind the rhetoric of sustainability. Based on the theoretical and semiotic reasoning concerning selected marketing campaigns ranging from fashion and energy to lifestyle brands the article argues that green marketing functions not only as a tool of commerce, but also as a cultural instrument through which public perception of nature and ecological responsibility is reconfigured. The results indicate that the narratives are participating in an enthymematic drive to ethical consumerism, but they often depoliticize ecological problems and continue to support the logic of consumer capitalism. Finally, it calls for body-centred attention being paid to how the consumption of sustainability is portrayed in current marketing discourse.

Keywords: Green marketing, commodification of nature, eco-capitalism, environmental discourse, branding and ideology, sustainability narratives

How to Cite?: Dr. A. Anandalakshmy, Soumya Poulose, "Branding Nature: A Critical Examination of the Commodification of the Environment in Green Marketing Narratives", Volume 14 Issue 11, November 2025, International Journal of Science and Research (IJSR), Pages: 1387-1392, https://www.ijsr.net/getabstract.php?paperid=SR251118143915, DOI: https://dx.doi.org/10.21275/SR251118143915